In the ever-evolving world of ecommerce, Printful has emerged as the go-to platform for entrepreneurs looking to create and sell custom products online.
Under the visionary leadership of CEO Alex Saltonstall, a former general manager at Wayfair—where he led a team that prioritized fast, reliable, and cost-efficient fulfillment to drive exceptional customer service and experience—Printful has become the most popular print-on-demand platform in the market.
To gain a deeper understanding of their success and the strategies behind it, we had the privilege of conducting an exclusive interview with Alex Saltonstall.
As the CEO, he continues to build out the enterprise-level customer segment, ensuring that Printful remains at the forefront of the industry.
Our conversation with Alex Saltonstall sheds light on the importance of creating valuable content, the evolving landscape of the print-on-demand industry, and how Printful has positioned itself as the leading platform for entrepreneurs worldwide.
Prepare to be inspired and informed as we delve into the world of print-on-demand. Whether you're an aspiring entrepreneur or a seasoned business owner, this interview is a must-read for anyone looking to thrive in the dynamic world of ecommerce and print-on-demand.
Video version:
What’s Printful All About?
Saltonstall: At Printful, we cater to a wide range of clients, helping them build brands, fan bases, and successful ecommerce businesses. Our unique blend of technology and on-demand production for apparel sets us apart in the industry. Let me provide you with a few examples to give you a deeper understanding of our customer base.
On one end of the spectrum, we work with individuals who are eager to start their own online businesses. These aspiring entrepreneurs rely on us for critical tools and resources that enable them to launch and grow their ventures. On the other side of the spectrum, we collaborate with some of the world's largest brands, such as Paramount, NBC, Universal, and Xbox. These established brands recognize the value of our products in a different context.
What's truly remarkable is that all of our customers, regardless of their size or industry, benefit from the same reliable supply chain solutions. Whether you're a brand-new entrepreneur or a well-established brand like Paramount, you can count on the reliability and consistency that Printful offers.
From day one, we provide you with all the necessary tools to sell your first product online and embark on your ecommerce journey.
How Did Printful Get Started? And What Were Its Challenges?
Saltonstall: Printful's journey began with its founder, Lauris Liberts, who initially worked on a project creating inspirational posters for business startups. However, he encountered challenges when it came to finding consistent printing support for his products.
This realization sparked his curiosity about finding a better way for individuals to start their own online brands in the apparel space without the hassle of production and fulfillment.
After several iterations, the idea of Printful was born. The concept was to provide a platform where people could produce products on demand, meaning items would only be made when an order was received. This approach allowed individuals to focus on design and marketing while leaving the production and fulfillment to Printful.
Over the course of ten years, Printful evolved into a company that helps entrepreneurs scale. They transformed processes that were traditionally done on a one-off basis into bulk production methods, introducing efficiency that would be difficult to achieve independently. This evolution enabled Printful to serve not only 100,000 small businesses each month but also established brands on a global scale.
Today, Printful stands as a reliable partner for entrepreneurs and brands alike, offering a seamless and efficient solution for their printing and fulfillment needs.
What Led You To Printful? Why Did You Decide to Lead the Company?
Saltonstall: When considering my desire to lead Printful, my focus always begins with the customers. I ask myself if the customer base is inspiring and if I can truly make a difference by partnering with them in a way that is both exciting and fulfilling, ultimately leading to significant business growth. What drew me to Printful was the incredibly vibrant and diverse customer base.
One of my favorite experiences at Printful is walking through our production sites and witnessing the remarkable designs being produced on our printers. The sheer variety and creativity of these designs left me in awe.
It was this initial sense of excitement that led me to the company. The opportunity to support and empower 100,000 small businesses each month, as well as collaborate with established brands to help them cultivate dedicated fan bases, was truly inspiring.
Another crucial factor that attracted me to Printful was my previous experience at Wayfair. At Wayfair, we faced the challenge of delivering a couch to a customer's doorstep within two days, even though the couch was typically manufactured halfway across the world with a six-month production lead time. This supply chain dilemma posed a significant obstacle in the ecommerce industry.
Through this experience, I realized the immense value of shortening the supply chain and embracing on-demand production. By doing so, we can better align with the ever-changing demands of our customer base, producing items only when there is an order.
This approach eliminates waste, a prevalent issue in the apparel industry, where excessive production often leads to unused inventory. By producing on-demand, we not only reduce waste but also contribute to a more sustainable environment.
The combination of being able to meet the immediate desires of consumers without overproduction and waste, which is detrimental to the environment, is a fascinating and compelling aspect of ecommerce that I am thrilled to be a part of at Printful.
How Has Printful Grown During Your Leadership? What Are Some Key Milestones and Achievements You’re Particularly Proud Of?
Saltonstall: Before I became CEO, I had immense admiration for the accomplishments of the team prior to my arrival. While I had no direct involvement in these milestones, I believe they are significant achievements that deserve recognition. Allow me to highlight a few key moments that make us proud as a company.
Firstly, our partnership with Shopify stands out as a remarkable accomplishment. We became Shopify's number one partner for print-on-demand, creating an entirely new category within the platform. This partnership aligned perfectly with Shopify's mission to assist entrepreneurs in launching their ecommerce businesses. By offering our production expertise in the apparel space, we have been able to support and empower these entrepreneurs effectively. Today, when entrepreneurs search for print-on-demand on Shopify, Printful is their first choice. This partnership has played a pivotal role in our growth and success.
Another significant milestone in our journey was becoming a unicorn company, valued at $1 billion. As a technology company with Latvian roots, we take immense pride in being the first Latvian-based business to achieve this status. While Printful is headquartered in the United States, a substantial part of our operations and team is based in Latvia. This country, known for its innovative spirit and tech-savvy population, has been instrumental in our success. Attaining unicorn status as a Latvian company is a testament to our commitment to excellence and the impact we have made in the technology sector.
Lastly, our recent acquisition of Snow Commerce marks a pivotal moment for Printful. This strategic move positions us as leaders in the enterprise-level, entertainment ecommerce space. While we were already working with prominent brands, this acquisition allows us to expand our reach and provide an all-inclusive solution to a broader range of larger brands. It opens doors to new opportunities and enables us to offer unparalleled services to our top-tier clients. Moreover, this expansion into the entertainment industry sets the stage for future growth in other sectors. The expertise gained through this acquisition will ultimately benefit our entire client base, including smaller merchants, as we continue to help them build their ecommerce businesses and become the big brands of tomorrow.
These milestones and achievements reflect the dedication and hard work of the entire Printful team. We are proud of our journey thus far and remain committed to pushing boundaries, delivering exceptional services, and empowering businesses of all sizes to thrive in the ever-evolving ecommerce landscape.
Printful Was Initially Focused on the SMB Market; Why Was There a Shift to Focus on Enterprise, Too?
Saltonstall: Printful's initial focus was primarily on serving small and medium-sized businesses (SMBs). However, over the past few years, we noticed a significant shift in our client base. Big brands were increasingly seeking Printful, drawn to the quality of our production and the consistent global availability of our services. This organic growth led us to explore the needs of these larger brands and understand why they chose Printful.
As we engaged with these big brands, we realized that they had broader requirements and were seeking services that we could provide but weren't yet experts in. This segment of our business was growing rapidly, prompting us to evaluate how we could excel at the enterprise level. We faced a choice: invest 2 to 3 years in building the necessary capabilities ourselves, or find the right partner who already excelled in those areas. After careful consideration, we decided to seek a partner who could complement our strengths and enhance our offerings.
That's when we discovered Snow Commerce. We had already been working with Snow Commerce for four years, and they were one of our largest customers. They specialized in running owned and operated ecommerce sites for major brands, leveraging their expertise in understanding fan bases, crafting compelling experiences, and curating the right range of apparel. By combining Snow Commerce's front-end capabilities with Printful's back-end expertise, we could create an end-to-end solution that would truly excel in serving the largest brands in the world.
The acquisition of Snow Commerce allowed us to efficiently provide a complete offering to a broader client base. By integrating their strengths with ours, we could deliver exceptional ecommerce solutions to enterprises. This strategic move not only expanded our capabilities but also positioned us as leaders in the enterprise-level market.
The shift to focus on enterprise was driven by the natural evolution of our client base and the realization that we could better serve the needs of big brands by partnering with experts in the field. This acquisition enables us to offer a comprehensive and efficient solution to enterprises, while also benefiting our smaller clients by leveraging the expertise gained through this partnership.
We are excited about this new chapter and the opportunities it brings to further enhance our services and support businesses of all sizes in their ecommerce endeavors.
In Terms of Acquiring a Company, What Things Are Important to Look At When Combining Cultures?
Saltonstall: When considering an acquisition, there needs to be a strategic thesis that goes beyond the simple sum of the parts. It's crucial to assess whether the company being acquired aligns with our strategic goals and if there is potential for synergies that can create value greater than the individual entities. However, culture becomes the most important factor to consider in such a merger.
The cultural fit between the two companies is paramount. It's essential to evaluate if both businesses approach the world, conduct business, and think about their teams in similar ways. If there isn't a cultural fit, the rest of the merger can become a disaster. Therefore, it's crucial to walk away if there isn't alignment in this aspect.
In the case of Snow Commerce, the strategic fit was clear from the beginning. However, as we got to know each other better, we realized that the cultural fit was exceptionally good. This realization was a game-changer. Instead of just meeting the minimum requirements for proceeding with the acquisition, we saw that the strong cultural fit had the potential to accelerate our growth even further. We believed that one plus one could actually equal four because of the strength of this cultural alignment.
Once the strategic and cultural fits are established, the focus shifts to execution. Bringing two companies together requires careful planning and effective implementation. It's about realizing the promise of the strategic fit and leveraging the strengths of both entities. We are a few months into this process, and we are encouraged by the progress we have made so far.
Acquiring another company and merging cultures is a complex endeavor. It requires a thorough assessment of strategic alignment and cultural fit. When these elements come together, it sets the stage for accelerated growth and the realization of shared goals. We are excited about the potential of this merger and remain committed to executing it successfully.
Diving Into Practical Ecommerce Tips, Why Should People Consider Starting a Print-on-demand Business?
Saltonstall: Print-on-demand is an excellent way to start a business, especially in the ecommerce space. There are several reasons why this model is advantageous for aspiring entrepreneurs. Firstly, setting up a print-on-demand business is quick and requires minimal investment. Unlike physical stores that demand time and significant financial resources for facility setup and attracting customers, ecommerce allows you to launch your business within days, not weeks or months. The initial costs are also relatively low, making it accessible for those with limited capital.
The next consideration is what products to sell. If your business revolves around physical products, the challenge often lies in stocking inventory. Traditional models require committing to minimum order quantities, which can be risky if you're unsure of demand. However, print-on-demand eliminates this concern. With platforms like Printful, you can design a range of products without needing to commit to a single unit. You can offer multiple variations in sizes and colors, testing the market without investing in bulk inventory upfront.
This flexibility allows you to iterate and refine your product offerings based on customer response. Let's say you design 15 products and offer them on your store. Through this process, you'll discover which products resonate with your target audience. Some may perform exceptionally well, some may have moderate success, and others may not sell at all. By analyzing the data and understanding what works, you can eliminate the underperforming products and focus on the ones that generate real sales traction.
This iterative approach empowers you to refine your collection and expand your offerings strategically. You can produce more of the successful products and continue to experiment with new designs. Over time, you'll build a curated collection of products that align with your customers' preferences and generate consistent sales.
Print-on-demand allows you to start a business quickly, with minimal investment and inventory risk. It provides the opportunity to test and refine your product offerings based on real market feedback. By leveraging platforms like Printful, you can bring your ideas to life and build a successful ecommerce business without the traditional barriers and risks associated with stocking inventory.
If you have a great idea and want to enter the world of entrepreneurship, print-on-demand is an ideal starting point that offers flexibility, creativity, and the potential for long-term success.
Some Critics Might Say the Market is Too Saturated; How Would You Reply to That?
Saltonstall: In a world with countless online sellers and aspiring brands, it's natural to wonder if the market is too saturated. However, it's important to remember that the market is vast, and there are numerous individuals who are eager to express their uniqueness through the products they buy and wear. The key lies in finding your niche and connecting with a specific audience.
When considering starting your own business, there are two crucial questions to ask yourself. Firstly, do you have a unique idea that will resonate with a specific audience? You don't need to appeal to everyone; instead, focus on creating a connection with a targeted group of individuals who will appreciate and be drawn to your designs or concepts. By understanding their preferences and needs, you can tailor your offerings to cater to their specific tastes.
The second question to consider is whether you have the time and dedication to commit to your business. Launching an online store is just the beginning; it requires ongoing effort and attention. The most successful entrepreneurs are those who are willing to invest time regularly to iterate and refine their offerings. This involves analyzing data, identifying which designs and products sell best, and continuously engaging with your audience. It's not a one-time effort, but an ongoing process of learning and adapting to ensure your brand remains relevant and appealing.
While the market may seem crowded, there is still ample opportunity for those who can offer something unique and are willing to put in the necessary time and effort. By focusing on a specific audience and consistently refining your offerings, you can carve out your space in the market and build a successful business.
So, if you have a distinctive idea and are willing to dedicate the time and energy required, don't let the perception of market saturation discourage you. Instead, embrace the challenge and seize the opportunity to connect with your target audience, create a brand that resonates with them, and build a thriving business in the vast ecommerce landscape.
What if You’re Not a Designer? How Would You Approach a Print-on-demand Business?
Saltonstall: Having a brilliant idea is the most important aspect of starting a print-on-demand business, regardless of your design skills. If you're not a gifted designer, there are various approaches you can take to bring your idea to life.
Firstly, it's essential to recognize that our design tools are primarily made to help you apply your existing designs to different products. So, if you already have a well-thought-out design, our platform can assist you in seamlessly integrating it onto items like t-shirts, hoodies, mugs, and more.
However, if you struggle with design, there are still options available to you. One approach is to collaborate with a friend who has design skills. You can bring your idea to the table, and they can help bring it to life visually. This way, you can leverage their expertise while contributing your unique concept.
Another option is to explore third-party design services. We have a partnership with a company called Fiverr, where you can connect with thousands of talented designers who are eager to work on your project. Hiring a designer doesn't have to be expensive; you can pay them by the hour, making it a cost-effective solution. This way, you can tap into their skills and experience to create a design that aligns with your vision.
The key takeaway is that you shouldn't let your lack of design abilities hinder you from pursuing your print-on-demand business idea. Whether you design it yourself, collaborate with a friend, or seek assistance from a third-party designer, there are multiple paths to bring your concept to fruition. The most crucial factor is having a unique idea and a target audience in mind.
So, if you have a compelling idea and a customer base that you believe will appreciate it, don't let your design limitations hold you back. Explore the different avenues available to you and find the approach that best suits your needs. With the right combination of creativity and collaboration, you can transform your idea into a visually appealing and marketable product.
What Are Some Product Categories That Entrepreneurs Should Explore Right Now? Popular Ones? Underserved Ones?
Saltonstall: While it may seem like the market for basic products such as T-shirts and hoodies would eventually reach saturation, the reality is quite the opposite. Our experience has shown that almost all successful print-on-demand sites include these fundamental products in their selection. Therefore, I highly encourage you to incorporate these basics into your offerings. However, differentiation is key, and there are ways to stand out by exploring new design techniques and product types.
One example of a technique that has been incredibly successful for many of our merchants is embroidery. Embroidery offers versatility, as it can be applied to various design looks. It can range from a simple left breast name of a company to a complex and visually striking rendering on the front of a hoodie. What makes embroidery intriguing is that it instantly elevates the appearance of a product. The stitching adds a touch of sophistication and elegance. As a result, we've seen numerous corporations and small businesses utilize embroidery through Printful to promote their brand and make a statement. Additionally, designers are now specifically creating designs tailored for embroidery, as the stitched effect adds a rich and tactile look and feel to the product.
Moreover, we've introduced a new embroidery technology that dyes the thread right before it is sewn into the product. This advancement has expanded the possibilities of embroidery even further. Previously limited by the number of thread colors available, this new technology allows for an unlimited range of thread colors. The richness and complexity of designs have significantly broadened, providing merchants with more creative freedom.
Another exciting option to consider is our technology that enables printing all over a garment. With this technique, we print on the fabric before sewing it together, allowing for a design that covers the entire product. This creates a truly unique and eye-catching garment that stands out in a crowd. When someone walks down the street wearing a product with an all-over print, it's guaranteed to turn heads and spark curiosity. This option is available to all our merchants, providing an opportunity to create something truly distinctive.
While starting with the basics is a common approach, I encourage our merchants to think beyond and explore these less frequently used categories. By incorporating techniques like embroidery and all-over printing, you can differentiate your brand and offer products that truly stand out in the market. These unique options not only attract attention but also allow customers to express their individuality through the products they wear.
So, don't limit yourself to the basics. Embrace these innovative techniques and categories to create a product line that sets you apart from the competition. With Printful's support and these exciting options at your disposal, you can offer customers something truly special and capture their attention in a crowded marketplace.
How Does Printful Support Entrepreneurs in Sourcing High-Quality Products?
Saltonstall: At Printful, our role is to provide entrepreneurs with the tools they need to create their final product. We act as the canvas and supply the paints and paintbrushes, so to speak. Our goal is to offer a range of options and empower our partners to bring their vision to life.
When it comes to the base products themselves, we categorize them into good, better, and best options. Each category has its own set of features and price points. We understand that price can be a significant factor for some merchants who are targeting a price-conscious audience. They may opt for the cheapest possible product, even if it doesn't have the perfect fit or feel for their brand. For example, when it comes to T-shirts, they may choose the most affordable option, even if it's not the softest or most tailored.
On the other end of the spectrum, we have merchants who aim for premium products. These products often have softer cotton, a better fit that aligns with their brand, and may even be eco-friendly, which is a growing trend. We ensure that all the options we offer are of high quality and will print well, so merchants can have confidence in the final product's appearance.
Ultimately, the choice of which base product to use depends on the merchant's preferences and target audience. We provide a range of options to cater to different needs and budgets. Whether you prioritize affordability or premium quality, we strive to offer the right set of options to meet your requirements.
By offering a variety of base products and empowering merchants to choose what suits their brand best, we enable entrepreneurs to create products that align with their vision and resonate with their customers. With Printful, you can confidently source quality products that will showcase your designs and meet the expectations of your target audience.
Once Running a POD Store, What Are Strategies to Drive Traffic and Boost Sales?
Saltonstall: When it comes to boosting sales and driving traffic to your print-on-demand store, there are various strategies that can lead to success. While different approaches work for different people, there are some common themes that tend to make a difference.
One key factor we've observed is that merchants who already have a following tend to be more successful early on. If you have an existing audience through social channels or other platforms, it's a great starting point for building your brand. By telling the story of your products to an audience that already knows and identifies with you, you can generate initial interest and engagement.
However, the majority of merchants don't have a pre-existing following. In this case, it's important to find ways to distinguish yourself in a crowded marketplace. We believe there are three dimensions to consider: paid options, owned online properties, and earned references.
Paid options involve investing in advertising to drive traffic to your store. While this strategy incurs expenses, it can also yield significant results in terms of generating traffic and sales. By carefully monitoring the cost and effectiveness of paid ads, you can determine if this channel is the right fit for your business.
Another crucial aspect is optimizing your owned online properties. This includes your website, blog posts, and social media presence. By tailoring these platforms to effectively tell the story of your products, brand, and ideas, you create a compelling and cohesive experience for visitors. This, in turn, increases the likelihood of them staying on your site and returning for future purchases.
Lastly, earned references play a vital role in driving traffic. This involves leveraging the networks of others to spread the word about your products. Collaborating with influencers, seeking recommendations from satisfied customers, and encouraging social media reposts can all contribute to expanding your reach and gaining multiple impressions on potential buyers.
By considering these three dimensions—paid options, owned online properties, and earned references—you can develop a comprehensive strategy to boost sales and bring in traffic for your print-on-demand store. It's important to experiment, analyze the results, and refine your approach based on what works best for your unique business. With persistence and a thoughtful marketing strategy, you can increase visibility, attract customers, and ultimately drive the success of your print-on-demand business.
What Are Common Pitfalls and Mistakes To Avoid When Trying to Scale an Ecommerce Business?
Saltonstall: When starting an ecommerce business, the foundation you lay at the beginning is crucial. It's important to avoid certain pitfalls and mistakes that can hinder your success.
Firstly, rushing your product line to market without taking the time to ensure it looks great can be a costly mistake. Spending a few extra hours on your initial collection can make a significant difference in how well it resonates with the market. Your products should be visually appealing and of high quality. Similarly, when it comes to your website and other online assets you own, it's essential to set them up thoughtfully. If you invest money in ads to drive traffic to your site, but the website is not compelling, the story is unclear, or the products don't function well, you risk wasting your advertising budget. It's crucial to establish a stable foundation before ramping up marketing efforts.
Secondly, it's important to consider scalability and how you want to allocate your time as your business grows. Many entrepreneurs initially handle fulfillment themselves, only to find themselves overwhelmed by the logistics as their business expands. They end up spending a significant portion of their time on operational tasks, leaving little room for what they truly love, such as designing products and marketing. This is where platforms like Printful can be invaluable. By outsourcing fulfillment to a reliable partner, entrepreneurs can free up their time to focus on the aspects of the business they are most passionate about. It's essential to think ahead and consider how your business will scale and how your time allocation will change as it grows. This way, you can ensure that you invest your time where it will be most valuable.
By avoiding the pitfalls of rushing your product line and neglecting the foundation of your online presence, and by planning for scalability and time allocation, you can set your ecommerce business up for success. Taking the time to establish a strong foundation and making strategic decisions early on will pay off in the long run, allowing you to focus on what you do best and drive the growth of your business.
Anticipating the future and having a clear vision for your ecommerce business is crucial for long-term success. While it's possible to figure things out day by day, those who scale the fastest are often those who plan ahead and anticipate potential scenarios.
Having a vision that extends at least three months ahead allows you to be prepared for different situations and know how you will react to them. While it's not a requirement to have this level of foresight, it is highly beneficial. By envisioning potential challenges or opportunities, you can make informed decisions and take proactive steps to navigate them effectively.
Moreover, having a clear vision of what you want to create is important for any business. Whether your goal is to sell 100 hoodies a year with a unique design or to sell 10,000, your business will look vastly different depending on your aspirations. Understanding your desired outcome helps shape the choices you make early on. It influences your product selection, marketing strategies, and overall business approach.
There is no right or wrong vision for your business. It's about aligning your goals with your desired level of success. Whether you aim for modest growth or significant expansion, having a vision allows you to make intentional decisions that support your objectives.
Do Entrepreneurs Need That at the Beginning? Or Does it Develop Over Time?
Saltonstall: While it's possible to operate without a clear vision and adapt day by day, having a forward-thinking mindset and a vision for your business can greatly enhance your chances of success. By anticipating the future and aligning your choices with your goals, you can position your ecommerce business for growth and make informed decisions that will drive your desired outcomes.
Any Stories About Merchants Who’ve Had That Strong Vision, and It Turned into a Success?
Saltonstall: There are numerous success stories of entrepreneurs who started with a unique idea and scaled their businesses to great heights. At Printful, we have partnered with many such entrepreneurs, and their growth and success have become guiding principles for anyone interested in achieving similar results. On our website, you can find profiles of some of our highly successful merchants, including Itsjusta6 and Match Kicks.
These stories highlight a common pattern. These entrepreneurs began with a brilliant and distinctive idea that catered to a specific audience. They recognized a demand for a product that didn't exist in the market and saw an opportunity to fill that gap. This initial vision served as the foundation for their success.
However, having a vision is just the starting point. These entrepreneurs also had a clear plan for how they would build their businesses. It began with design, but they also considered crucial aspects like scaling and production. As their businesses grew, they realized the need to focus on their core strengths and passions, which meant spending more time connecting with customers and designing exceptional products.
This realization often led them to seek solutions like Printful. By partnering with us, they were able to delegate the fulfillment tasks and concentrate on what they did best. This shift allowed them to fully unlock the potential of their vision and seize the significant opportunities before them.
While we acknowledge our bias, the success stories on our website serve as powerful examples of the impact a clear vision can have. By identifying a unique market need, planning for growth, and leveraging strategic partnerships, these entrepreneurs transformed their visions into thriving businesses.
There are countless success stories of entrepreneurs who started with a vision and turned it into a reality. By identifying untapped opportunities, envisioning a path to success, and focusing on their strengths, these individuals achieved remarkable growth. The stories of our successful merchants, such as Itsjustasix and Match Kicks, demonstrate the power of having a clear vision and executing it effectively.
How Do You Envision the Future of the Print-on-demand Industry? Any Emerging Trends or Technologies?
Saltonstall: The print-on-demand industry is experiencing several emerging trends and technologies that are shaping its future. One significant trend is the convergence of screen printing and print-on-demand. Traditionally, screen printing involved layering colors onto a product using individual screens, making it more suitable for bulk production. However, print-on-demand has revolutionized the production method by making it practical to print a single unit. Initially, print-on-demand quality lagged behind screen printing, but it has been steadily improving. As a result, the gap between the two methods has significantly narrowed, disrupting the industry. Entrepreneurs can now test various designs without the need for large quantities, benefiting both them and the environment.
Another important trend is the increasing desire for personalization and customization. Historically, personalization has been challenging to achieve, but print-on-demand has made it easier to produce garments tailored to individual preferences. Customers now expect the availability of personalized products, whether it's adding their name or a specific saying. This trend will further drive the adoption of print-on-demand.
In terms of techniques, embroidery is undergoing a shift towards unlimited color selection, providing more design possibilities. Additionally, direct-to-film printing is gaining popularity due to its ability to produce vibrant colors. These advancements in techniques contribute to the industry's evolution.
While these trends and technologies may not cause massive disruption in the next two years, they will continue to improve and enhance the customer experience. As a result, customers will have access to more unique and personalized products that they truly love. This creates opportunities for our merchants and partners to thrive in the evolving print-on-demand industry.
How Does Printful Keep an Eye on These Trends (And How Do You Plan to Take Advantage of Them?)
Saltonstall: At Printful, we have a dedicated team that is always looking ahead and monitoring the latest trends in the industry. This includes staying updated on the best products and techniques available. As a large company, we have the resources to experiment and invest in new machines and techniques as they emerge.
We understand that not every experiment will be successful, and we are prepared for that. If a new machine or technique doesn't meet our expectations, we retire it and move on. However, when we do find something that works, we focus on scaling it up and making it accessible to our customers.
Scaling up can be a significant challenge. We may come across a decorating technique that we love, but figuring out how to make it work at a larger scale requires careful consideration. We believe that if we can't figure it out, it's unlikely that others will either. Therefore, we are constantly testing and refining new technologies to ensure that we can bring them to market quickly and make them available to our entrepreneurs.
Our goal is to empower our customers with the latest technologies and tools so that they can bring their unique designs to the market successfully. By staying at the forefront of industry trends and continuously experimenting, we can provide our customers with the best possible solutions for their businesses.
Do You See AI (Artificial Intelligence) as a Potential Disrupter in the POD Space?
Saltonstall: We have been closely monitoring the potential impact of AI in the print-on-demand space, and it is indeed something we think about a lot. We believe that AI will play a significant role in this industry. It's interesting to note that generative AI has made significant advancements in text generation over the past 6 to 12 months, while progress in image generation has been comparatively slower.
For certain types of image generation, AI has shown impressive capabilities, and we anticipate that more and more of our designs will be created using AI tools. However, it's important to understand that AI is a tool that requires guidance and direction. Entrepreneurs will still play a crucial role in the process, leveraging AI as a new tool to enhance their creativity and expand their options.
My hope is that AI will enable even more creativity to be expressed and provide a wider range of options for end consumers. It has the potential to make design generation easier and more accessible. However, I don't believe that AI will fundamentally change the role of the merchant as the guiding force and original source of inspiration, as it may in other industries.
While AI will undoubtedly have a significant impact on the print-on-demand space, we believe that it will complement and enhance the role of entrepreneurs rather than completely transform it.
How Did You Develop Such a Deep Knowledge of the Ecommerce and POD Space? Any Tips for People to Emulate Your Expertise?
Saltonstall: Thank you for your kind words. I believe that a culture of continuous learning is essential in the ecommerce and print-on-demand space. It's crucial to recognize that there is always more to learn, adapt to, and explore. While there is no magic solution, acquiring knowledge in this field requires dedicated time and thoughtful inquiry.
In my experience, two key factors have helped me gain knowledge in the print-on-demand industry. Firstly, I have spent a significant amount of time reading and researching. There are numerous valuable resources available that can provide insights and expertise. Secondly, I have actively sought opportunities to engage with knowledgeable individuals in the field. By asking questions and being open to learning from experienced professionals, I have been able to expand my understanding.
For entrepreneurs entering this space, I encourage you to seek out the available resources and experts. There are incredible learning opportunities, including industry experts, podcasts, blogs, and forums. If you come across an entrepreneur or shop that you admire, don't hesitate to reach out. Many individuals are willing to share their experiences and knowledge. The wealth of information available can be leveraged to enhance your understanding and increase your chances of success.
By adopting a learning mindset and actively seeking knowledge, you can position yourself for success in the ecommerce and print-on-demand industry.
Any Books You Would Recommend?
Saltonstall: While I haven't come across a specific book that I would consider life-changing for the print-on-demand industry, there are plenty of excellent business books available. I recommend selecting books based on your specific area of interest, whether it's marketing, general management, or any other relevant topic.
In my experience, I have found online articles to be more interesting and valuable in this industry. Giving yourself dedicated time to explore various topics is key. There isn't a single must-read resource that applies to everyone, at least not one that I have come across. Instead, I suggest delving deep into a particular topic by following links, finding credible experts who resonate with you, and reading a lot of their content. This approach allows you to gain insights and knowledge from those who have expertise in the areas that interest you the most.
By exploring online articles and following trusted experts, you can stay up-to-date with the latest trends, strategies, and insights in the print-on-demand space. This continuous learning approach will help you develop a well-rounded understanding of the industry and enable you to make informed decisions in your entrepreneurial journey.
Where Can People Find You? And Printful?
Saltonstall: You can find us on our website and various social media channels. We have a well-established online community that we encourage people to join and follow. We believe in fostering a sense of community because we recognize that our success is driven by the partnership with our merchants, who bring their inspiration and creativity to create amazing products every day.
By joining our community, you'll have the opportunity to connect with like-minded individuals, gain inspiration, and receive support. We welcome you to visit us online and become a part of our community.
Thanks For Your Time, Alex!
For those with questions about our interview with the CEO of Printful, leave us a line in the comments below!
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